E-Commerce Analyst

Job Description

The successful candidate will be part of SIA’s E-Commerce & Distribution Department in Sales & Marketing Division. He/She will be responsible for developing and building best-in-class marketing technology to enhance customer experiences across all digital touchpoints through optimisation and personalisation.

Key Responsibilities

1. Develop and enhance SIA’s marketing technology stack.
2. Drive the development, integration, and enhancement of SIA’s overall marketing technology stack to ensure alignment and achieve SIA’s marketing personalisation vision.
3. Drive increase in conversion rates on direct channels.
4. Analyse Google Analytics and other customer data sources to identify target customer segments for personalised targeting.
5. Identify, strategise and implement transversal end-to-end campaigns by employing all relevant marketing levers and communication channels.
6. Conduct A/B testing for campaign variants.
7. Track and suggest improvements to these areas based on ongoing campaign results.
8. Work with other business areas to ensure that overall customer experience throughout the campaign(s) is consistent and relevant.
9. Set up guidelines, policies and best practices for a cross-functional marketing team.
10. Drive and support more personalised and refined audience targeting.
11. Support and guide business units on the data/audience usage in the Data Management Platform to build more targeted and effective audiences for digital marketing channels such as display ads, etc.
12. Work with business areas to ensure that the experience from paid media to owned channels (SAA, Mobile App) is consistent and relevant.
13. Data Analytics.
14. Leverage Google Analytics 360 (GA), Customer Data Mart, etc. to understand our customers’ behaviours to help in generating campaign ideas that drive commercial and revenue targets.
15. Expand GA data tagging with additional data layers so that we can capture more data on the various touch points that we have with our customers.
16. Ensure that customer data from GA and Insider are stored in EIM to further enhance our data analytics capabilities.

Requirements

1. Possess a Bachelor’s Degree in any discipline.
2. In-depth understanding of the end-to-end customer journey and a good understanding of the airline business, particularly the systems and processes involved in the inspiration to post-booking phases.
3. Strong analytical and problem-solving capabilities with knowledge of business analytics and Tableau, Google Analytics, etc.
4. Technically strong with a good understanding of how IT systems work.
5. Excellent team player with good interpersonal skills.
6. Excellent planning and organisational skills.
7. Strong communication and change management capabilities.

We thank all candidates for your interest in Singapore Airlines, and regret that only shortlisted candidates will be notified.